Swimwear brands hope to score international sales at Fashion Week

It is set to be the biggest display of lycra in Fashion Week history, with more cossie designers taking the plunge than ever before. Each brand will showcase its latest offerings, hoping to secure international sales.

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It is set to be the biggest display of lycra in Fashion Week history, with more cossie designers taking the plunge than ever before.

With the local swimwear talent pool at a peak Bondi Born, Aqua Blu, Matteau, Tigerlily and Azzo will all send models down the catwalk at Eveleigh’s Carriageworks venue during the upcoming Mercedes-Benz Fashion Week Australia.

Ready-to-wear brands including Jonathan Simkhai and Ten Pieces will also inject swim into their collections.

Swimwear brand Tigerlily is just one of many local labels hoping to score international sales at fashion week. Picture: Tim Hunter

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Each label will showcase its latest offerings, hoping to secure international sales and stockists, while luring new consumers.

“As the first global resort destination each calendar year, buyers and media look to Australia to lead the way in the swim and resort wear categories,” executive director of IMG Fashion Asia Pacific Natalie Xenita said.

“We identified the need to elevate and present the best possible design talent Australia has to offer in order to leverage the trade benefits that this opportunity presents.

“In previous years, IMG has produced a group showcase featuring four of Australia’s best swimwear designers. This year, the swimwear category has outgrown the group show and we have five swimwear designers holding stand-alone shows.”

Buyers around the world look to Australia who are leaders in swim and resort wear. Picture: Tim Hunter

Cult swimwear brand Tigerlily will be returning to fashion week for the first time in 17 years with a stylish and sustainable swimwear and resort wear offering.

CEO Chris Buchanan believes it is Australia’s “amphibious lifestyle” that attracts global interest and sales.

“Australia as a whole is viewed very uniquely by global markets and that comes down to our lifestyle,” Mr Buchanan said.

“We are very relaxed, we’re optimistic and it’s all about sun and fun. Those attributes come through all designers.”

Originally published as Swimwear brands hope to score international sales at Fashion Week